The airline notes that 50 million women fly American annually, and that number accounts for a little less than half of their total passengers. The company introduced the site with the hopes of boosting their sales to women by 2%. (That translates to a cool $94 million for those playing at home.)

I tried out the site, and it’s pretty weak. The content consists mostly of short bullet points that don’t provide any useful information. For example, a page targeted to business women advises them to check-in online, use personalized luggage tags, and sign up for frequent flier miles. I’d think anyone who travels often already knows how to do all of those things. Come on, American. I know you only want a 2% spike, but put some heart into it.